The fact is, for advertising materials, there is at least one other company that is willing to provide a very different set of numbers to its competitors' advantage. Heck, chances are when you pay enough, their so called auditing company will come up with something else to please you too. Which will you believe than?
Anyone who is well established in the ads and publishing industry will know this as a fact.
I say believe in none of these nonsense. Rely on your personal preference to choose what each system can offer you instead cuz in reality, none of these system is perfect. Peeps have a tendency to flock to a system where they think is "popular", not knowingly that it might not be the better choice for them. Exercise your power of choice instead folks!